Buyers don’t need a meeting-they need trust.
The way businesses purchase software is changing. Modern buyers no longer rely on sales meetings to make purchasing decisions. Instead, they’re self-educating, relying on brand credibility, and using async experiences to validate their choices.
As Koen Stam, Head of Benelux at Personio, explains:
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"People are willing to purchase software based on brand credibility and the information they receive through async experiences—whether that’s a website, customer references, or the wider ecosystem. We don’t always need physical meetings anymore."
What does this mean for sales?
If buyers are making decisions before they even speak to sales, sellers need to rethink their approach. The key is removing friction in the buying process and making information easily accessible at every stage.
✅ Build trust before the first call – Invest in brand credibility, case studies, and testimonials.
✅ Make buying easy – Use async tools like digital sales rooms, personalised videos, and interactive demos.
✅ Remove information barriers – Give buyers what they need without making them ask for it.
Less meetings, more enablement
Sales isn’t about forcing meetings—it’s about guiding buyers toward a confident decision. By evolving our sales process to align with the way modern buyers actually buy, we can make the path to purchase faster, smoother, and more effective.
🎧 Listen to the full conversation on GTM Insider:
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![How to Get Started with Buyer Enablement [With Examples]](https://cdn.prod.website-files.com/65cf4fecbed2754c2236665d/65cf4fecbed2754c22366bdb_65a5af83e742f76e34ce06f3_Customer%2520Onboarding%2520_%2520Everything%2520you%2520need%2520(2).png)